I want to write a paper on the marketing strategy of solar water heaters. Who can help me?

The continuous development and application of new technologies is the ultimate way out for solar energy utilization. Solar water heaters with updated technology are the final choice for Guangdong people to buy on a large scale.

1. Market macro-environment and Guangdong consumption. Guangdong province, a population ring, is located at the southernmost tip of Chinese mainland. It borders Fujian in the east, Jiangxi and Hunan in the north, Guangxi in the west and the South China Sea in the south. The east and west sides of the Pearl River Delta border Hong Kong and Macao Special Administrative Regions respectively, and the Leizhou Peninsula in the southwest faces Hainan Province across the Qiongzhou Strait. The whole territory lies between 013 ′ ~ 25 31′ north latitude and 0/09 39 ′ ~19 ′ east longitude. The province's land area is 79,800 square kilometers, accounting for about 87% of the national land area; Among them, the island area is 592.7 square kilometers, accounting for about 0.89% of the province's land area. At the end of 2004, the permanent population of Guangdong Province was 3,037,200. The number of overseas Chinese in Guangdong and compatriots from Hong Kong, Macao and Taiwan is 0 million, including 20 million overseas Chinese, 6 million compatriots from Hong Kong and Macao and 4 million compatriots from Taiwan Province Province, covering many countries and regions in the world. Guangdong has a special population environment. With a large number of residents from other provinces coming to work in Guangdong, Guangdong has become the main destination of China's inter-provincial floating population. 2. Political Economic Circle Guangdong is the economic center of southern China. Judging from the level of economic development, Guangdong's GDP in 2003 was 362.59 billion yuan, accounting for 65.438+0.53% of the national GDP. At the same time, in 2003, the average employee in Guangdong was 8,979 yuan, and the per capita net income of farmers was 4,055 yuan. In 2003, the per capita consumption expenditure of urban residents in Guangdong was 190 yuan, and the per capita living consumption expenditure of farmers was 3,086 yuan, both higher than the national average. On the one hand, it presents unique Lingnan consumer culture characteristics in consumption behavior; On the other hand, because it is adjacent to Hong Kong and Macao, it is greatly influenced by the consumption culture of Hong Kong and Macao, so the consumption behavior bears the imprint of the consumption culture of Hong Kong and Macao. This unique "sandwich" consumption behavior makes consumers in Guangdong show certain versatility in consumption. Generally speaking, Guangdong consumers have strong purchasing power and mature consumption mentality, and their consumption characteristics are summarized as "mature consumption of dairy consumers". Second, Guangdong solar water heater market 1, energy water heater market analysis Guangdong is a region with good solar energy resources, with sunshine for more than 200 hours throughout the year. At present, there are more than 200 solar water heater manufacturers in the province, with an annual output of 0,000 square meters, accounting for 65,438+0/5 of the national solar water heater output, ranking first in the country, but mainly small and medium-sized enterprises. At present, the number of solar water heaters in the province is about 65.438+0.5 million square meters, which can save more than 65.438+0 billion kWh of electricity every year. However, the overall development and utilization is not fast enough, and the penetration rate of solar water heaters in residential construction is low in the country. 2. The penetration rate of solar water heaters in Guangdong is only%, far lower than other provinces. Solar energy is inexhaustible clean and green energy, especially the utilization of solar water heaters. In foreign countries, such as Australia and Israel, the penetration rate is as high as 30% and 40% respectively, while the penetration rate of solar water heaters in China is 8%, and Guangdong is a relatively small region in the country. 3. Three major manufacturers of solar water heaters in Guangdong are divided into China Solar Energy Industry Alliance Network Vantage Company Profile: Lotus Emperor Solar Energy Division of solar energy industry was established in 2004, which is an independent division under Vantage Co., Ltd., a leading brand of kitchen and bathroom in China. As a high-tech enterprise specializing in the research, development, manufacture and sales of green ecological energy products such as solar energy and biogas, it is the largest kitchenware brand in China. Vantage brand has a very strong reputation and technical strength, a long-established marketing channel and a strong marketing network agent product: phosgene electric intelligent three-in-one solar water heater-Sunshine Baby. The three advantages of this product are that the heat collection performance of vacuum tube with German three-target coating technology is higher than that of ordinary tube by more than 25%. Under normal circumstances, the water temperature can be increased. Even in cold areas, solar water heaters can be used well. Secondly, the phosgene complementary heating mode is completed by the core component RBM digital chip. When the water temperature in the water tank is lower than 40 degrees Celsius in continuous rainy days, the RBM digital chip will automatically turn on the gas water heater switch to heat the water in the water tank. Once again, it is the photoelectric complementary heating mode. If consumers don't have a gas water heater at home or are used to using electric water, they can easily start the intelligent switch for external induction, and use the semiconductor built in the water tank of the solar water heater to help heating, so as to achieve the purpose of using hot water. Vantage solar water heaters are mainly sold in self-built Vantage stores, followed by Dalian Lock and Building Materials Market. The market of Vantage solar water heaters is mainly in South China, mainly in Guangdong. In the past two years, Vantage has rapidly pushed the market to Hubei, Henan, Jiangsu and other places by virtue of its perfect sales network and brand awareness. In the first half of 2006, domestic sales reached 654.38 billion yuan, and the export scale was 500,000 US dollars. Introduction of the fifth five-star solar energy industry alliance company that entered the industry from the third-line camp of the industry: Guangdong five-star solar energy (Group) Co., Ltd. was established in 1990, and is the first top ten domestic solar energy industry enterprise engaged in solar energy research, production and sales in South China. It is a representative product of solar energy industry group, integrating research and development, testing, manufacturing and marketing of vacuum tube solar water heater, flat solar water heater, air energy water heater, solar energy and building integration, solar central hot water system, photoelectricity and other products. Flat solar hot water Flat solar water heater was developed by Wuxing Yu 1990. Combining with the national conditions of China, it made an innovative breakthrough in product performance and became the ideal product most suitable for large-scale hot water collection projects. At the same time, five-star solar energy is the first in the industry, introducing flat solar water heaters widely used in the world into China household market, breaking through the limitations of traditional vacuum tube solar water heaters, and becoming the mainstream product of a new generation of solar water heaters with its own characteristics of not being restricted by urban buildings, integrating with building energy efficiency, stable quality and high energy efficiency, which will lead the whole solar energy industry to break through the bottleneck of industry development and accelerate the realization of green energy-saving buildings. China Solar Energy Industry Alliance Network Market Sales: The domestic sales network of Five Star Electrical Appliances covers more than 20 provinces, municipalities and autonomous regions, and has many agents and specialty stores. Foreign markets are also spread all over five continents, and products sell well in more than 20 countries such as Australia, Germany, France, Czech Republic, Spain, New Zealand and Nigeria. In the first half of 2006, exports suddenly reached 10 million yuan, up 0% year-on-year. China Solar Energy Industry Alliance Network Wan Jiale: China Solar Energy Industry Alliance Network Company Profile: Wan Jiale, a solar energy industry alliance, is a leading enterprise in the water heater industry in China. At the beginning of the 20th century, Wan Jiale Solar Energy Division was formally established in 2005, and invested heavily to expand the production capacity of 0,000 solar water heaters, clearly positioning solar energy as the second pillar industry in Wan Jiale. Wan Jiale Solar Energy Division has several units, such as solar water heater factory and solar energy research center, which represent the three advantages of energy storage tank series solar water heaters: first, in the heating mode, ordinary solar water heaters mainly use flat plates or vacuum tubes to absorb solar energy and heat the water in the heating pipe, while "energy storage tank" uses heat storage media to absorb solar energy and then continuously heat the internal water storage tank; Secondly, in terms of heating aging, ordinary solar water heaters can only be heated immediately, which is easily affected by weather and seasons, while the "energy storage cabin" can use the accumulated heat to heat water for four or more times, even if it is rainy for a long time. Thirdly, in the structure of the water heater, the ordinary solar water heater is single-layer heat preservation, and the heat collecting tube is connected with the water storage bucket to realize the circulating flow of water, while the "energy storage cabin" is a double-layer inner container heat preservation structure, and the heat storage medium has triple effects of absorbing heat, storing heat and releasing heat, which can not only store heat, but also has the heat preservation function. Wan Jiale's new "energy storage cabin" is not only more energy-saving and environmentally friendly than ordinary solar water heaters, but also completely solves the problem that solar water heaters can't be used in rainy weather. It realizes the normal use of solar water heater without electric auxiliary heating, which can be described as changing the weather without changing the temperature and creating a healthy consumption environment. Consumers can enjoy hot water for free at any time from now on. One of the bottlenecks in the development of solar water heaters in Guangdong is small scale and low brand concentration. Most enterprises producing solar water heaters in Guangdong are small and medium-sized township enterprises with an annual output value of over 100 million yuan. Huang Ming, Tsinghua Sunshine and Huayang have a combined market share of more than 10%. The production scale and mode of most manufacturers are relatively backward. Compared with gas water heaters and electric water heaters, solar water heaters are far from reaching the bottleneck in terms of development momentum and brand concentration: Guangdong consumers do not know much about the use of solar energy and their awareness is not strong under the situation of changing consumption concepts. At present, although people are aware of environmental protection, active environmental protection and energy conservation have not become the third bottleneck of people's conscious behavior: most citizens who are difficult to install solar water heaters are top floor residents; If residents on other floors want to install solar water heaters, they must negotiate with the top floor residents; In addition, the installation of solar water heaters is not considered in the design of some buildings, and their pipes can only enter the living room through flue or air duct, which is easy to cause pipeline blockage. All these decide that solar water heaters can only be consumed by a few people. In addition, there are many high-rise buildings in Guangdong province, and the roof area is limited, so it is not convenient to install solar water heaters. In order to install solar energy on walls and windows, it is necessary to study the integration of solar energy utilization and building. At present, the technical specifications related to design, construction and acceptance are lagging behind, which affects the use of solar hot water system in public buildings. There are some difficulties in using solar hot water system in built houses and public buildings, including system installation and pipeline laying. The fourth bottleneck: the high cost of solar water heaters. The retail price of an ordinary natural gas water heater or electric water heater is generally around 1000 yuan, while the price of a solar water heater is 6000 yuan, which is -6 times that of other water heaters. More than 70% consumers admit that the main reason for not choosing solar water heaters is the high price. Take a 1. Take 5 kW ordinary household electric water heater (50 liters) as an example. According to different seasons, it takes 1 0 minutes to heat a barrel, and the power consumption is 1 degree. It is used every day, and the annual electricity consumption is about 100 yuan. Compared with solar water heaters, buying an electric water heater can save thousands of dollars, which is equivalent to several years of electricity bills. The cost of solar water heating system is high, while Guangdong has many migrant workers, limited economic capacity and unstable residence, so it is more inclined to use the fifth bottleneck of general gas water heaters: solar water heaters are affected by seasonal factors, and all citizens who have used solar water heaters are aware of the seasonal influence and are not very convenient to use. In winter, the sunshine time is short, or it is cloudy, and the solar water heater "strikes". There is also a solar water heater, which is placed outdoors all the year round. Every winter, air pollution will be aggravated, and dusty solar vacuum tubes will affect the normal working effect of solar energy. 4. Opportunities for the development of Guangdong solar water heater market, solar energy industry association 1, and the natural environment provides natural machines for Guangdong solar water heaters. Guangdong Province, located at the southernmost tip of Chinese mainland, has a long average annual illumination time, huge solar radiation and photothermal energy, and abundant solar thermal energy resources. The sunshine time is long, and the annual sunshine hours are more than 2200 hours. The new government policy encourages the development of solar energy and solar energy industry. According to the latest economic measures such as Several Opinions of Guangdong Provincial People's Government on Building an Economical Society and Developing Circular Economy, the government will vigorously encourage the development of renewable energy including solar energy, hydropower and biomass energy in the next stage. At the same time, Guangzhou will also start to promote the solar roof plan on a large scale, which is expected to be completed on 20 10. On the other hand, the Renewable Energy Promotion Law implemented today has also cleared some obstacles for ordinary citizens to use Taineng water heaters. The law clearly stipulates that no unit or individual may restrict the use of qualified solar energy products. 3. Power shortage, oil shortage and rising energy prices have also brought opportunities to the solar water heater market in Guangdong. Guangdong will face a very large electricity consumption gap now and in the future. Since 2005, Guangdong oil yellow has greatly changed the consumption concept of Guangdong people. With the emergence of electricity shortage and oil shortage, experts predict that by 20 15, gas and electric water heaters will all withdraw from the market; On the other hand, the rising energy price, especially the sharp rise in the price of LPG, makes the gas water heaters with a market share of over 60% face a great test, which brings opportunities to the solar water heater market in Guangdong. China Solar Energy Industry Alliance Network 4. The dual promotion and publicity of enterprises and society are changing Guangdong's understanding of solar water heaters. Guangdong provincial government and competent departments actively promote the utilization of solar energy and actively guide real estate developers to cooperate with the promotion of solar energy technology. In the structural design of buildings and residential buildings, the layout and configuration of new energy sources such as solar energy are fully considered, and hot water pipes and related facilities are reserved for solar water heaters. In the sales activities, we advocate that the top floor and the rooftop can be shared, and all obstacles to the popularization and application of solar water heaters have been removed. Guangdong has increased its publicity, updated its concepts, advocated the use of new energy sources, reduced pollution and protected the environment, and made remarkable progress. The widespread use of solar water heaters has played an invisible role in protecting the physical and mental health of women, children and the elderly. Solar water heaters provide free heat source and hot water every day, which makes people healthier and more comfortable. At the same time, Guangdong has put forward higher requirements for the promotion and utilization of solar energy. The continuous development and application of new technologies is the ultimate way out for solar energy utilization. Solar water heaters with updated technology are the final choice for Guangdong people to buy on a large scale. 5. Discussion on the marketing strategy of solar water heaters in Guangdong Province. Promoting the application of solar water heaters depends on policies. Promoting the development of solar water heater industry in Guangdong Province depends on policies to guide the solar energy industry and government functional departments to implement building energy-saving standards and norms. Construction drawing review should be carried out in accordance with the mandatory provisions of building energy conservation, and guide industry associations to formulate design specifications for the close integration of solar water heaters and buildings. Especially for projects invested by government funds, such as stadiums, hospitals, schools, etc. When hot water is needed, the energy-saving technology of solar water heaters should be clearly used in the project approval. Give loan support to enterprises with R&D capability, patented technology and independent intellectual property rights; Cultivate a number of large-scale backbone enterprises. 2. According to local conditions, develop a solar water heater design suitable for Guangdong's climatic conditions, and try a new installation cost input method. The solar energy industry should complete the design of solar water heaters according to the needs of consumers, such as adopting supporting technologies such as anti-freezing, anti-dry burning and auxiliary electric heating, so that the real all-weather use of solar water heaters is possible. The birth of Vantage's first "light, gas and electricity intelligent three-in-one" solar water heater was born under the guidance of such marketing strategy. In addition, the installation cost of solar water heater products is partly invested by consumers themselves, partly by enterprises and partly by the state and relevant departments. 3. Community promotion. The purchase of solar water heaters can not be ignored in the promotion of solar water heaters. There is a certain opportunity, and it is the best time to buy solar water heaters when moving into a new home. Many potential consumers are too troublesome to go to the store to buy. This enlightens us that we should focus on these communities and newly developed buildings. I believe many people are willing to install a solar water heater when they move into a new house. Specifically, some leaflets and brochures can be printed and distributed to potential consumers. At the same time, advertise in real estate professional magazines such as "Property Market Quotes" to target potential consumers. 4. After-sales follow-up service needs to be strengthened. No matter what industry or enterprise, it has received great attention in the buyer's market today. However, in the solar water heater industry, not only the after-sales service is good, but also the after-sales follow-up service is better, otherwise it will affect the healthy development of the solar water heater industry. At present, many enterprises only realize that solar water heaters are responsible for installation, pay more attention to pre-sales publicity and installation when selling, and do little work on after-sales follow-up opportunities. They think that after-sales service can only be provided if things are broken. A consumer in Foshan spent more than 6000 yuan on a solar water heater when he moved into a new house last summer. Compared with the gas-fired water heaters used in the past, solar water heaters do save a lot of money, but there are often problems in use. Because the installation is complicated, it is very troublesome to repair, and the water temperature is either too hot or too cold, which makes it difficult for people to adapt. Because these problems have not been solved for a long time, she and a few friends around her removed the installed solar water heater and replaced it with a gas water heater. It can be seen that whether the after-sales follow-up service is in place will be an important factor in determining consumers' approval of solar water heaters. 5. Pilot marketing, so that successful cases can be told to consumers and successful cases can be told to consumers. It is to install solar water heaters for all consumers in the region for free or at a low cost by choosing a demonstration site. Finally, through social and media reports, this successful pilot case is more easily accepted and believed by consumers. For example, the successful pilot of Yusheng Optoelectronic Technology Co., Ltd. in Sangma Village, Xingtan Town, Shunde District, Foshan City is a good case. The village is located in Xingtan Town, with an area of 0.5 km and a fish pond area of 580 mu. Planting and aquaculture are the main industries. There are 56 households in the village, 1 natural village, with a permanent population of 980. In the first half of 2005, Yusheng Optoelectronic Technology Co., Ltd. has invested nearly 300,000 yuan in this village, installed several solar water heaters, and carried out experiments with good results. After use, the villagers feel that the solar water heater is safe, environmentally friendly, energy-saving and easy to use. All the villagers who use it are full of praise. A farmer with four people can save one or five kilograms of liquefied gas every month, reducing the economic expenses of villagers and reducing the economic burden. Now all the villagers in the village are setting up solar energy industry associations to install and use solar water heaters.